"We certainly remain a pizza company first and foremost—but people can now get so much more from Domino’s," a Chris Brandon, a Domino's spokesperson, told Business Insider. "As shown by the way we have spoken to consumers in the past couple of years—it’s less about just a pizza and more about a relationship and an experience."

This very logo was spotted in New Zealand earlier this month, although at the time Tim McIntyre, Domino's VP of Communications, told Business Insider "We allow our international markets to customize their pizza recipes to cater to local tastes; likewise, we give them leeway in terms of marketing. We have nothing to report about a new logo design in the U.S."

The new logo will appear in all new marketing materials come October. Domino's has already rolled out the pizza theaters in a dozen locations.

"The reinvention of our brand really began with the new pizza in 2010, and has continued through menu expansion and an honest, accountable way of speaking to our fans and consumers," Brandon told BI. "Over 80 percent of our menu consists of products that have been newly added or revamped since 2008. We have made a strong effort toward expanding our menu and giving our fans and consumers what they want."